New Details on WWE’s Promotions for SummerSlam, How They Finally Got Doritos as a Sponsor

By Amish Patel -
July 16, 2013

– Variety has reported new details on WWE’s promotion for this year’s SummerSlam pay-per-view. Through a national promotion with Doritos at Dollar General stores, they will be giving away SummerSlam viewing parties that are hosted by Ricky Steamboat and Sgt. Slaughter. That promotion ends July 21st.

WWE will also conduct fan correspondent searches, similar to the one they did in Brooklyn for RAW, with the winners getting to interview WWE stars for the WWE App. Doritos’ Ram Krishnan, the VP of marketing for Frito-Lay, promised to Variety that we will see “one more surprise” this summer that will push its bold marketing to a whole new level.

WWE has tried to get Doritos as a sponsor for years now. The partnership finally came about after Doritos reps were impressed by the audience WWE drew when John Cena spoke at the South by Southwest festival in March of this year. They were also impressed with WWE’s approach to social media and their embrace of other online platforms. The deal happened soon after.